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Walmart, Food Network begin joint promotion

Specialty television channel Food Network Canada and retail chain Walmart Canada have begun a joint promotion called "Cooking for Kids." The promotion supports Walmart's recent rebranding of its fresh foods section. As part of the effort, Walmart has become the sponsor of a new Food Network series called The Incredible Food Race, along with its Wednesday night primetime programming and its new online Cooking for Kids Guide.

The online guide features meal ideas and cooking advice, along with Walmart-branded content and product integration. The sponsorship of The Incredible Food Race also includes product integration. In each episode of the show, two families compete to produce meals. During the summer, Walmart and co-host Corbin Tomaszeski will conduct a series of tailgate cookout events nationally. Tomaszeski will also appear in four videos for Walmart that will run on Food Network Canada as well as online and on other Shaw Media properties including Global, HGTV Canada, Showcase and Slice. Social media activities will also support the campaign.

"At Walmart, our mission is to help Canadians save money so they can live better," said Jennifer Holgate, vice-president of marketing communications at Walmart Canada. "This is why we are excited to be partnering with Food Network Canada to showcase our enhanced fresh food offering and inspire Canadian families to create delicious, healthy and affordable kid-approved meal solutions."